Value co‐creation (VCC) continues to gain traction as a marketing concept in several
service contexts. Given the limited understanding of how the VCC process translates into …

This study explores the factors that influence customer citizenship behavior in the context of
the customer experience of a transportation application that incorporates the concept of the …

Although tourist citizenship behavior (TCB) has attracted increasing scholarly attention,
wellness tourism has remained relatively underexplored. Therefore, a theoretical framework …

The objective of this study is to provide an integrated view of the body of knowledge of value
co‐creation in the sharing economy in terms of the topical content and the research …

Purpose Using the stimulus-organism-response (SOR) theory, this study explores the effect
of religiosity, resource sharing and environmental attitudes on minimalist behaviour in …

Ride-hailing platforms such as Didi, Uber, and Lyft have changed the travel industry.
Promoting the passengers' trust in platform and customer citizenship behaviour (CCB) is …

As digital marketing evolves, virtual endorsers have become a key strategy for brands to
attract and connect with consumers. More and more brands are using both brand-owned …

With people in modern society increasingly feeling alienated, their desire for relatedness
satisfaction simultaneously strengthens. A somewhat different phenomenon observed is that …

This research aims to investigate the comprehensive mechanism of streamers'
attractiveness on consumer purchases in diverse cultural contexts. We confirmed the cultural …

In response to the call for elucidating the catalyst of consumer citizenship behavior in micro-
entrepreneurship, this study explores the determinants of “sharing citizenship …